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Crossroads
Crossroads is an imagined generic brand for Fleet Farm. The logo consists of the weather vane to represent meeting the S to create a dollar sign to represent reasonable price points. The design elements incorporate worn wood grain, paint splotches, and black and white macro photography to enhance what is in the packages. These are elements that the audience comes into contact with everyday. These often overlooked elements are at embraced and beautified with the design, allowing Crossroads to stand out on the shelves as a brand that understands people's needs for high quality products.